Mendorong Keputusan Berkunjung di Industri Restoran
DOI:
https://doi.org/10.71456/sur.v5i1.2397Keywords:
Ulasan Daring, Autentisitas Persepsian, Kepercayaan Pelanggan, Kredibilitas Persepsian, Niat BerkunjungAbstract
Perkembangan media digital telah mengubah cara konsumen mengevaluasi restoran sebelum memutuskan untuk berkunjung. Penelitian ini bertujuan menganalisis pengaruh kredibilitas persepsian, autentisitas persepsian, ulasan daring, dan kepercayaan terhadap niat berkunjung, serta pengaruh niat berkunjung terhadap keputusan berkunjung dengan peran moderasi sikap orang lain. Penelitian menggunakan pendekatan kuantitatif dengan desain survei longitudinal. Populasi penelitian adalah pengguna media sosial yang memanfaatkan ulasan daring sebagai sumber informasi restoran, dengan sampel sebanyak 100 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner berskala Likert lima poin, sedangkan keputusan berkunjung diukur menggunakan skala dikotomi. Analisis data dilakukan menggunakan regresi linear berganda dan regresi logistik biner. Hasil penelitian menunjukkan bahwa autentisitas persepsian, ulasan daring, dan kepercayaan berpengaruh positif dan signifikan terhadap niat berkunjung, sedangkan kredibilitas persepsian tidak berpengaruh signifikan. Niat berkunjung berpengaruh signifikan terhadap keputusan berkunjung, sementara sikap orang lain tidak berpengaruh serta tidak memoderasi hubungan antara niat berkunjung dan keputusan berkunjung. Kesimpulannya, peningkatan autentisitas informasi, ulasan daring yang positif, dan kepercayaan konsumen merupakan faktor utama untuk meningkatkan niat dan keputusan konsumen dalam mengunjungi restoran.
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Copyright (c) 2026 Ghafira Istiarya Shahnaz, Waluyo Budi Atmoko, & Fahmi Mayasari
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